New campaign invites Americans to see beyond surface-level news and demands readers ask for more from their media reporting.
NEW YORK, Sept. 22, 2025 /PRNewswire/ — The Guardian today announced the launch of its latest U.S. campaign, The Whole Picture, designed to spark curiosity and show Americans a fresh alternative to the reductive, partisan news coverage that dominates the U.S. landscape. Running from September 22 – October 19, the campaign spans New York City streets, transit hubs, and digital platforms, inviting people to peel back the truth of current American journalism and discover the whole picture.
The campaign is the inaugural U.S. collaboration between the storied news outlet and Lucky Generals’ New York office, and the first campaign out the gate for Lucky Generals NY’s new Executive Creative Director Conner Tobiason. It will launch on September 24 with “The Partial Picture” – an interactive out-of-home stunt in the Meatpacking district in New York City. A street-level billboard will appear partially censored with bold black tape, obscuring key parts of the message. Curious passersby will then peel back the tape to reveal the full story – a metaphor for the kind of independent, globally minded journalism the Guardian provides. Footage of the reveal will be shared in a recap film and amplified across social, digital, and audio platforms. A network of independent journalists and “newsfluencers” will cover the stunt in real time to drive further conversation.
For over 200 years, the Guardian has always been an authority on world news. The Guardian prides itself on being independently funded, free from corporate and government interests, and free to read for everyone. Today, its mission remains simple and more important than ever: to give readers the whole picture.
Betsy Reed, Editor-in-Chief of the Guardian, said: “When I first discovered the Guardian on a trip to London when I was in college, I never imagined I would be leading its US newsroom, let alone during a major expansion at a time Americans are craving something new. As other outlets around us have sought to appease Trump by dialing down their coverage, we’ve held firm, and it’s helped cement our identity in the US. I’m thrilled to be a part of this moment at the Guardian, an outlet that provides American readers with something many other outlets don’t: fearless, global and independent journalism, free of charge.”
Conner Tobiason who joins Lucky General’s leadership team of Hollie Alexander, President and Amelea Renshaw, Head of Strategy, is a Droga5 and Anomaly alum with over a decade of experience leading work that pairs beautifully crafted visuals and sharp insights with the product at the core. His work comes with a laundry list of awards across a wide breadth of clients from Chase Bank to IHOP to SONY PlayStation.
Tobiason said: “Starting off at Lucky Generals with an iconic brand like the Guardian is a dream scenario. In a country overloaded with hot takes, half-truths and deteriorating journalist integrity, launching a campaign that tells The Whole Picture was too good to pass up.”
Lucky Generals NY has built a reputation for turning UK-born brands into U.S. success stories – from re-igniting Virgin Atlantic with See the World Differently, to helping Amazon win the Super Bowl, to giving Bed Head new bite. With the Guardian, the New York team is once again proving its ability to deliver campaigns that drive business and cultural impact – on both sides of the Atlantic.
By taking over New York – one of the world’s most influential media hubs – the Guardian is introducing itself to Americans not as just another news brand, but as a trusted global perspective: free to access, free to question, and free from vested interests.
Get curious at theguardian.com or visit The Partial Picture: Interactive Experience at 50 9th Ave, New York, NY 10011 on Wednesday 24 September.
About Lucky Generals
Lucky Generals is a creative company for people on a mission. Not the ‘change-your-fonts’ kind, the ‘change-the-odds’ kind. From London to New York, we’ve been shaking things up for brands like Bed Head, Virgin Atlantic, TikTok, The Guardian and Universal Studios. Emmy-nominated, award-laden and still allergic to boring.
About The Guardian
The Guardian is a global, reader-funded news organization committed to high-quality journalism, progressive values and editorial independence. Founded in 1821, the Guardian is renowned for its rigorous reporting and commentary on politics, the environment, social justice, sports, wellness and culture geared for a global audience. The Guardian is the only major media organization to be B Corp certified.
In the US, the Guardian has more than 100 editorial staff members across its bureaus in New York, Washington DC and Los Angeles. Its agenda-setting journalism draws an audience of more than 40 million US readers every month, making it one of the top news sites in America. The Guardian’s US newsroom has been recognized with several awards, including the George Polk Award, Scripps Howard Award, Edward R Murrow Award and the Pulitzer Prize.
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